December 14, 2010, Shanghai: The Nielsen Company (Nielsen) and Beijing China Cable Union Data Services Ltd. (CCData) today announced a joint venture, Nielsen-CCData, to pioneer the delivery of new, more detailed insight on China’s growing digital TV market. Nielsen-CCData will provide better understanding of the changing habits of the more than 70 million Chinese consumers already utilizing digital signals for TV reception. Working together with cable DTV operators, media owners, content providers, advertising agencies, and advertisers, Nielsen-CCData will provide the first ever Chinese digital TV-specific consumer insight by measuring how users watch digital TV, how they use the digital TV’s Value Added Services (VAS), and their attitudes towards interactive digital TV platforms.
China’s digital media landscape is one of the fastest growing in the world, with an expected completion of the full transition to digital TV and Network Convergence by 2015 and the full implementation of the Next Generation Broadcasting (NGB) initiative by 2020.
As the number of viewers receiving digital transmission grows, audience behavior is likely to also change. The adoption of these new offerings bringing by the new digital technology is driving more revenue and opportunities to target and reach consumers; however, understanding the prevailing consumer preferences and usage habits is required to fully capitalize on this growth opportunity. The new joint venture will examine and report on TV consumption, building upon the innovative measurement of digital TV users’ behaviour, attitudes, and habits through advanced measurement techniques including large-scale deployment of set-top box measurement.
“Increased competition among advertisers gives rise to the need for more precision – in measurement and marketing.” said Mitch Barns, President of Nielsen Greater China. “Nielsen-CCData will help marketers and media companies who are looking to take full advantage of the possibilities of this new digital environment. Nielsen-CCData is a perfect example of integrating global expertise and local insights and will surely result in new value and growth for our clients.”
CCData was started by researchers from the Communication University of China (CUC). After successfully working with Wasu and other leading cable system operators in China, the company developed a technology suite to measure Digital TV, including data monitoring and massive data processing. With the launch of this JV, Nielsen is providing its engineering and technology, operations, as well as research and digital media measurement expertise to further strengthen the services provided to the Chinese market.
Nielsen-CCData Media Research Services Co., Ltd is a joint venture, the comprehensive, accurate, in-depth provider of Digital TV data in China, established by The Nielsen Company and China Cable Union Data Service Co. Ltd.. Nielsen-CCData, adopting the world-leading technology & methods of research, focuses on data monitoring & processing in DTV users’ behavior. It provides data supports and consulting services for Digital TV cable operators, TV stations, and advertising agencies.
About The Nielsen Company
The Nielsen Company is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The privately held company is active in approximately 100 markets, with headquarters in New York, USA.
CCData is the pioneer in China’s DTV data service industry. Through 10 years of hard work, CCData has gained rich experience in DTV value-added services, advertising expansion and technological advancement. CCData draws on the research strength and scientific results of academic institutions such as Communication University of China. CCData has independently developed advanced technology on DTV data monitoring & massive data processing. CCData has streamlined cable TV network measurement techniques and created an end to end data measurement solution. CCData unifies data collection, monitoring, and processing from various network & technical structures under one roof so that clients can make business decisions with confidence.
Joint Venture Provides New Consumer Insight from China’s Media Industry